The purpose of this article is to explain how the management of the two areas business intelligence (BI) and customer insight (CI) needs to be brought together to support a company's interactive marketing.
The article is based on the author's work in consultancy and in assessing client company's customer management capabilities and performance, as well as a review of some of the literature on BI and CI.
The article suggests that companies need to pay close attention to the governance of BI, as a self-service approach to BI becomes increasingly used by CI teams.
The review of literature carried out by the authors suggests that the interface between BI and CI is poorly researched and would benefit from a significant research effort.
The focus on the interface between BI and CI is relatively new. The authors hope that it will trigger significant research.
David Stone, M. and David Woodcock, N. (2014), "Interactive, direct and digital marketing: A future that depends on better use of business intelligence", Journal of Research in Interactive Marketing, Vol. 8 No. 1, pp. 4-17. https://doi.org/10.1108/JRIM-07-2013-0046
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